Product Marketing is a process aimed for the promotion and sale of a product to a client. However, despite this being its final objective, its mission goes even further. The marketing of a product is the intermediate stage between the development of an article and the rise of brand awareness.
Very often companies invest an enormous number of resources in the creative process and the development of a product from the initial stage to its official presentation. And this effort will not make any sense if its presentation goes unnoticed or does not have the expected audience.
Here is where the planification of the product release becomes very important, one of the principal tasks of the Product Marketing process. This is not an easy job, as there is not anything like a magic formula. Each brand is a whole different world, as well as each of their products, therefore, it will be necessary to design specific campaigns for every kind of need.
It is true that the internet has opened an interesting picture for the marketing professionals. Online worlds, and specially, virtual environments offer alternatives with a higher impact and which need a lower investment, so it is essential to make the most out of them.
Nevertheless, as we said, although there is no magic formula, there are a set of guidelines that can greatly help when planning to launch a product and having a successful presentation which justifies all the effort and used means.
5 main actions for Online Product Marketing:
1. Social Media
To this point, there is very little left to explain regarding the influence of social media over a product’s launch campaign. Thanks to its infinite range and the possibility of accessing a massive audience, this media outlet is the best ally for promoting creative ideas, raising awareness and participation, as well as interacting with the target customers.
2. Actions with influencers
This new trend has become one of the most followed and respected sources of information. When it comes to Product Marketing, it is important to count with a strategy to gain their collaboration, getting them to talk about the brand. Their word carries great weight and assures us that, with their support, we will get a lot of audience.
3. Tests y videos
The impact of this kind of actions within online product marketing is outstanding. One highly recommended strategy is to film small videos that show some information about the product and share it on social media. As the release date gets closer, you can create more and share more information. The objective: generate expectation.
4. Event planning or inauguration party
Drawing audience and calling the attention of potential clients is an essential task within a well-defined online Product Marketing strategy. Organizing activities, live presentations or inviting lecturers are actions that get headlines, getting people to talk about our brand and product.
5. Go for creativity, be virtual
The market is full of proposals similar to the one we present. Thus, it is important to stand out, and we will not do it unless we think of an idea that really catches the attention of our target audience. In this sense, opting for virtual events has become a popular alternative when organizing any kind of activity or corporate presentation.
And not only because they are more economic, but because they attract a bigger audience, create striking scenarios, and allow real-life interaction between the participants attending from different parts of the world.
Virtual Product Marketing: Where the very present future is heading
The benefits and advantages that virtual worlds provide to companies and marketing specialists are something worth mentioning. Their consolidation within corporate environments has turned them into indispensable tools for product promotion.
However, like any other action that might be carried out, virtual events have its own characteristics and need strategies specially design for their promotion.
Essential aspects to allows include in a virtual product marketing campaign:
Organize high quality demos that impress
Our day-to-day life is full of events, presentations, and several corporate meetings. For our marketing actions to be effective, it is necessary to be original, and present proposals that add value and experiences.
Immersive activities are gaining more and more popularity within virtual events, it is all about creating real experiences within virtual worlds. The use of 3D avatar-based platforms is an example of how tech can be at the service of product marketing.
These 3D avatars are characters that realistically mimic each of the participants of a virtual event, which will be able to communicate live though a voice over IP app.
This allows a direct interaction with the attendees, who will have the opportunity of making questions and comments on real-time. Thanks to this type of bets, designed and started-up by Virtway Events, the products become real and close despite our audience being afar, geographically speaking.
Follow the Marketing Mix 4P guidelines
This term refers to one of the most classic marketing elements that are used to englobe its four basic elements: product, price, place and promotion. This way, the Marketing 4Ps, are the four variables a company has to achieve their commercial objectives.
For that, it is necessary that the marketing Mix 4Ps work together and complement each other coherently. And, although it is true that this strategy is still infallible in every marketing campaign, the actual market tendencies make it necessary to ensure a strategic approach focus, specially, on the client.
Thus, Marketing Mix 4P key questions, such as “what product should I get in the market?”, “at what price?”, “where can I sell it?” and “how should I promote it?” should be formulated differently:
“What do my clients need?”, “what is the cost of their satisfaction and how will it come back to us?”, “what distribution channels are more convenient to our clients?” or “which media should I use to share it?” are the questions that should guide the actions of an online product marketing campaign.
Thereby we will be able to, not only measure the success of our campaign, but also find out the expenses of customer satisfaction.